Apple 'trying to fix' problem of iPhone roaming charges, says SVP Eddy Cue

"It's sad, it's another problem," Cue told British publication the Evening Standard. "We're trying to fix it and we're making a little bit of progress but you've got to convince a lot of people."

Cue didn't elaborate on what Apple might be attempting, but one possibility is that the company is urging carriers to adopt international data roaming at no extra cost. T-Mobile USA has already adopted this policy on its own, but the practice isn't widespread.

The company famously pushed AT&T to allow unlimited U.S. data for early iPhone models. Although there are now many competitors to the iPhone, the device's popularity could still be used to pressure carriers into changing plans.

Another option is that Apple might become an MVNO (mobile virtual network operator). In an unusual move however, it quickly denied rumors that it had been in talks or was even considering the prospect.

On the subject of Apple Music — which only today began charging customers — Cue said that Apple is "pleased with the number of people who have tried," while simultaneously downplaying interest in subscriber numbers. The last official figures put the service at 11 million, but many of those people could choose to go elsewhere when faced with the prospect of monthly fees.

"Everybody gets fixated on the short term but we're in this for the long haul," Cue commented.